| dc.description.abstract | In the digital era, social media has become an essential tool for personal branding,
particularly in the sports industry. This research explores how Indonesian football players
utilize social media platforms, particularly Instagram, to develop and enhance their
personal branding. Social media allows players to showcase their skills, interact with
fans, attract sponsorships, and establish a professional identity beyond the football field.
However, the rapid development of digital branding presents both opportunities and
challenges for athletes, including issues related to authenticity, public perception, and
mental resilience.
This study employs a qualitative research method, using in-depth interviews with young
football players and coaches at HRC Football Academy Tangerang. The research
examines the strategies used by these players to create a strong digital presence, the role
of social media in their career development, and the psychological impact of online
interactions, including cyberbullying and negative comments. Findings indicate that
while social media is a powerful tool for career advancement, players must balance
online engagement with on-field performance and mental stability. Additionally, the
study highlights the importance of media literacy and professional guidance in
maximizing the benefits of digital branding while mitigating its risks.
By understanding the dynamics of personal branding through social media, this research
provides valuable insights for aspiring football players, coaches, and sports marketers. It
emphasizes the need for a strategic approach to digital branding, combining authenticity,
consistency, and audience engagement to build a sustainable professional identity in the
sports industry. | en_US |
